Traditional whitepapers are likely the staple of your content marketing portfolio, and for good reason. According to a recent IDG survey, 84% of buyers leveraged whitepapers as a key resource to help them make a purchase decision. Although whitepapers are still a workhorse, there is a troubling fact that deserves your immediate attention.

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SOCIAL MEDIA B2B

NOVEMBER 2, 2010

[Case Study, Content] 9 Indispensable B2B Social Media White Papers

Whitepapers and eBooks can be helpful resources when they’re well-prepared and provide usable information. Below are a list of 9 B2B whitepapers that have useful information for B2B social media marketers. Only one of the whitepapers requires registration and all were published within the past year. Published by Marketo, June 2010.

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Why do companies pursue content marketing, and how are they doing it? A new Infographic from Marketo and ColumnFive Media reflects the growing importance of content marketing, and gives us some insight into the specific tactics being used today. Here are some of the highlights: Companies with over 1,000 employees use an average of 9 content marketing tactics.

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FEARLESS COMPETITOR

MAY 27, 2011

[Case Study, Content] Marketo’s Definitive Guide to Lead Scoring

This data, from a recent study on sales leads by Vorsight and The Bridge Group was appalling. That’s where lead scoring comes in and our friends at Marketo published The Definitive Guide to Lead Scoring. Marketo’s workbooks are famed for their simplicity and elegance and this an another great one. More than 50 pages of content. It’s really ugly.

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INDUSTRIAL MARKETING TODAY

DECEMBER 7, 2010

[Case Study, Content] B2B Lead Generation without Lead Nurturing is Doomed to Fail

Additional research from Forrester , CSO Insights , Brian Carroll and Marketo demonstrates that lead nurturing does produce measurable results as follows: Reduced the number of marketing-generated leads ignored by sales to as low as 25%. Content is what drives the lead nurturing engine. It is not just about posting a bunch of whitepapers, casestudies, online demos and webinars on your website and hoping that someone will download and read. The Definitive Guide to Lead Nurturing from Marketo. Source: Marketing Sherpa/ KnowledgeStorm).

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THE POINT

FEBRUARY 14, 2012

[Case Study, Content] Should I Remove Offer Content from My Website During a Campaign?

A client asks: “If we’re planning on using a particular whitepaper as part of a lead generation campaign, or even for lead nurturing , is it a good idea to remove that same content asset from our main Website? m concerned about people bypassing the campaign and just downloading the paper from our site.”.

With so much content online, it's getting harder to attract attention. Ideally you want to provide content that your readers find so valuable they talk about it and pass it along. If you're able to produce something entertaining, like this humorous video from Kadient or this witty interactive quiz from Marketo, great. Just producing the type of content your prospects and customers are looking for can be enough to set you apart. Do More With CaseStudies You can use casestudies for more than demonstrating the value of your solution.
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Today, Find New Customers hosted a webinar with Jon Miller, VP, Marketing at Marketo. One of the key principals he shared was the process of mapping content to the way your customers buy. clickpredictions2010[1] by Click Documents, sponsored by Marketo. Once we understand their specific concerns, we can start creating or finding content to fit the specific need of the buyer at that stage. Two key points raised by Jon in this webinar: Ensure the content is valuable to them, and not just you. Find other content and reuse it (with permission).
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If you post blog content to your Facebook or LinkedIn or Google Plus page, add those also. Start with a prominent headline (“Subscribe” works just fine) and consider descriptive selling copy that “sells” the various options: “Get instant notice of our new posts by following this blog through RSS or Twitter, or become an email subscriber and receive a convenient monthly summary of new content in your inbox. Offer downloadable content. simple text link will do the trick: WhitePaper: 5 Keys to. Take a hard look at your sidebar. Promote subscriptions prominently.
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Why should B2B organizations commit a growing percentage of their budget to content creation? Why should you conduct content audits and create content maps to extract the most value possible from existing content assets by repurposing them in as many ways as possible? " Stephanie Tilton is a seasoned whitepaper and casestudy writer who helps B2B companies advance the sales cycle by engaging prospects and customers. "Establish trust in your organization by delivering relevant, valuable, and fresh content to prospects."
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[Case Study, Content] Create a World of Marketing Automation Through Good Content—and Imagination

From time to time I speak with marketers who tell me, “We would love to get started but we don’t have enough content.”. If you wait until you have enough content, or the timing is perfect, or your CRM platform is a well-oiled machine, another year will pass and you will have missed another opportunity to enhance your company’s revenue performance. When it comes to content and marketing automation I tell people to consider the following: Use quality over quantity —You can effectively start your journey into marketing automation with just a few key pieces of content.
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